Excelling at search engine optimization (SEO) is a key component of a successful strategy for most online businesses. However, for many founders and marketers without a strong online background, SEO can often come across as a black box. As for all other marketing channels, my favoured approach is highly analytical. I prefer to start with … Continue reading The Non-Marketer’s Guide To SEO
For business, as for sports, even the most talented people in the world need years of practice to be the best they can be. It should be a surprise to no one that you can't go from the street and straight to the top of any sport. The top athletes have been matched with challenges … Continue reading 6 Tips For Planning Your Personal Development: The Challenges of a Steep Learning Curve
Nandu Nandkishore is an Executive Fellow at London Business School and the former Executive Vice President and board member of Nestle Asia, Oceania and Africa, where he built his reputation as a great leader and brand builder (As Martin Lindstrom previously has highlighted in his interview on this blog). Today, Nandu holds a number of … Continue reading Former Nestlé Executive VP, Nandu Nandkishore, on Understanding Consumer Psychology
TL;DR version: Based on this study: Click-through rates were significantly higher without DKIs (10-65% higher) Conversion rates were significantly higher without DKIs (300%+) This study did not manage to give a definitive conclusion on the impact on the cost per click when using the DKI Background The online marketing community seems to have a love/hate relationship … Continue reading Marketing lab: Does Dynamic Keyword Insertion Work In Search Ads For Fashion?
Too many marketers are not sufficiently data-driven. They act as if they were engaging in the old world, where things were far less tangible due to lack of transparency and data. This is no longer an excuse. It doesn’t mean that you should always let cost efficiency dictate your budget allocation – for some brands, … Continue reading Determining How Much To Bid CPC on AdWords
Last week, GrowthHackers.com hosted an AMA with Andrew Chen. Andrew has worked as an advisor/investor for startups including, AngelList, AppSumo, Barkbox, Dropbox, Qualaroo, ZenPayroll and others. Besides from his various roles, Andrew frequently posts on his blog, http://andrewchen.co/ I recommend that you use your brain, first and foremost, to think about growth A big topic … Continue reading Andrew Chen (AngelList, Dropbox, etc.) on Acquisition and Retention
One mistake digital marketers repeatedly make is to use the budgeting function in Google AdWords to limit their spending. You should never limit your spending by your budget – there are other ways to control the spending. To reach this conclusion, it’s essential to understand the fundamental dynamics of how search engines allocate impressions across … Continue reading Why You Shouldn’t Use Budgets In AdWords
In a recent AMA on GrowthHackers.com, former PM of Conversion Rate Optimization at Twitter, Quora, and Wealthfront and PM of Embeddable Widgets/Products at Facebook, Andy Johns highlighted a number of interesting learnings from his career so far. Many seek to find the silver bullet for hypergrowth, but according to Johns, the job isn’t too different … Continue reading Former PM of Twitter, Quora, and Facebook, Andy Johns, on Growth
PR has historically been a very important part of most communications and marketing strategies. PR was a way to get in behind the armory of the customer. A way to disarm the customer of their traditional shielding and skepticism towards messages conveyed in advertising. This has changed over the last few years. PR, defined as … Continue reading Is Traditional PR Dead?
One of the questions entrepreneurs and marketers ask me the most concerns conversion rates. Looking for benchmarks, they ask, “What’s the optimal conversion rate we should aim for?” The idea behind the question is flawless – they want to measure the efficiency of your product (website). The challenge is that this is not the right … Continue reading Why There Is No Optimal Conversion Rate